"Green" cars. "Green" energy. "Green" cleaners. "Green" clothes. "Green" food. You-name-it and someone is prefacing it with "Green." In the current environmentally conscious climate being green is the scene.
So how do you incorporate this trending mania for all things "green" into show promotion? How do you tap into the trend and reap some of the benefits of not just the movement, but the very real and beneficial ideas behind it? In this article we will explore a few ideas for making your next show an emerald extravaganza!
Start small: You need not go whole hog and revamp the entire format to incorporate some green in your shows. By taking baby steps you can get a feel for what works and what doesn't.
Instead of one trash can for everything use recycling stations: Put out trash cans, of course, but next to that put a recycle can. Take one large plastic trash bin and cut a can-size hole in the lid and stick an "Aluminum only" sign on it. Put these pairs at strategic locations around the show and make sure you have a way to haul it all to the recyclers after the show ends. Heavy duty bags and a pickup truck at minimum. Most places will pay you per pound for the aluminum. Bonus!
Plastic bags are a real problem in a lot of areas these days. In many places they have been outlawed, with more coming on board all the time. This is an area you can use to your advantage. Hand out re-usable shopping bags at the gate, these are fairly inexpensive bought in bulk and can even be imprinted with your show logo - great advertising for the next show! String bags are also available for even less cost. Charging admission and want to be really hip? Advertise an entry discount for anyone who brings their own bags. If that is not in the budget suggest to the vendors that they offer them for sale. If you offer a discount on their space for using these instead of plastic bags they will be much more likely to play along. While you could just say no plastic shopping bags allowed and police all your vendors all weekend I do not recommend it. Always try to go for cooperation over dictating. Make it a fun part of the show and it will work.
Recruit vendors based on the green theme. Put it in your promo materials. Choose vendors who are already espousing a green philosophy in their work. There are many, many artists out there who use only recycled, up-cycled or low impact materials in their wares. There are also those whose works "get the message out" even if their medium is not necessarily recycled - it's hard to recycle when you are a photographer, for instance. But this doesn't mean their work isn't "green." If it fits with the theme it works for your show.
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Image © 2012 Susan Patch
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If you are planning a new show this is much easier to do and can (should!) be a key part of your marketing strategy. Advertising an "All Green" arts fair would be tapping into the trend big time and is not really that hard to accomplish. It will require careful jurying and a few specific questions on the application, but it is totally doable and most of the artisans you want to attract will jump at the opportunity to be a part of a show that highlights their dedication to helping the planet thrive.
Talk to local environmental groups. Get their input and maybe even get one or two to come and do a presentation at your event. Most groups are very willing to share their message. Use common sense and make certain you know what they will be presenting before hand! Most groups are just fine, but you do not want to be blindsided by some radical eco-activist bunch - nor do your patrons. It does happen.
Highlight the green theme in your advertising, work with your artists and vendors - they probably have some great ideas. Encourage patrons to bring their own bags, look for ways to minimize the impact of trash and unnecessary printed materials and enjoy the feeling of doing your part to help save the planet.
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